CRM & Digital Engagement Specialist

Essential Duties and Responsibilities

• Serve as the primary administrator and internal subject matter expert for the company's Salesforce-based CRM platform.
• Build, maintain, and optimize workflows, automations, templates, and campaigns within the CRM.
• Own the day-to-day relationship with the CRM provider, including renewals, support escalations, and feature implementations.
• Partner in the development and execution of database marketing strategies targeting past clients for refinance, purchase, and other lending opportunities.
• Collaborate with CRM users, primarily Loan Officers, to identify opportunities to improve adoption, usability, and business outcomes.
• Provide user onboarding, training, and ongoing support; communicate system enhancements and best practices.
• Lead deployment and adoption of CRM tools and integrated technologies.
• Maintain and update the company website built on WordPress, including content updates, page creation, and basic technical upkeep.
• Monitor website performance and implement SEO best practices to improve visibility and engagement.
• Develop and maintain dashboards and reports to provide visibility into CRM utilization, digital engagement, and marketing performance.
• Track and analyze website traffic, social media activity, and campaign performance; provide actionable insights and recommendations.
• Measure and report on user adoption and engagement across CRM and digital marketing platforms.
• Oversee the company's social media presence across platforms and maintain a consistent posting schedule aligned with brand standards.
• Coordinate and schedule content highlighting Loan Officer activity, employee achievements, community involvement, and educational mortgage content.
• Monitor audience engagement and identify opportunities to expand reach and strengthen brand awareness.
• Manage and distribute company-wide communications through SF Communications.
• Review marketing materials for compliance with brand standards and applicable regulatory requirements.
• Review and approve marketing-related vendor invoices for payment.
• Manage relationships with marketing vendors and external service providers.
• Lead or support projects related to marketing initiatives, platform implementations, and process improvements.

Requirements

• 3 - 5 years of hands-on experience administering Salesforce or a CRM platform built on the Salesforce ecosystem.
• Demonstrated experience managing or contributing to social media content and digital platforms.
• Proficiency with WordPress or a comparable CMS; comfort building and editing pages without developer support.
• Familiarity with SEO tools, web analytics platforms (e.g., Google Analytics), and/or social media scheduling tools.
• Experience with database marketing or lifecycle marketing campaigns.
• Experience managing projects, launches, or cross-functional initiatives.
• Experience with Salesforce certifications (Administrator, Marketing Cloud, or equivalent).
• Prior experience in mortgage lending, real estate, or financial services.

Skills

• Strong written communication and editing skills; ability to write clearly for varied audiences.
• Ability to analyze data and translate findings into concrete, actionable recommendations.
• Proven ability to train and support end users on technology platforms.
• Comfortable working independently in a small team environment with broad, varied responsibilities.
• Understanding of best practices in content creation on platforms such as social media, blogs and other digital marketing avenues, and the ability to translate best practices to implementation.
• High level of integrity, ethics, discretion and professionalism in handling confidential and sensitive information.